Cyber Go-To-Market Talk | Cybersecurity B2B Sales Leadership & Revenue Growth – Details, episodes & analysis

Are you tired of sales negotiations feeling like a hostile game of poker against procurement pros who seem to hold all the cards? Wondering if there’s a way to maintain your deal’s value without relying on outdated, adversarial tactics? Struggling with year-end deals where buyers expect last-minute discounts and you’re anxious about giving away too much? This episode is for cybersecurity sales and marketing leaders seeking a transparent, effective, and less stressful way to close deals.

In this conversation, we discuss: 

👉 Why traditional and commonly taught sales negotiation techniques no longer fit today’s buyer-seller dynamic
👉 Todd Caponi’s “Four Levers Negotiating” framework to build trust and keep more margin
👉 Practical, actionable ways to position pricing and negotiations, especially at year-end, so both parties win

About our guest:
Todd Caponi is a multiple-time sales executive and author with experience leading revenue organizations through two successful exits. He now advises, teaches, and speaks to sales teams about transparency and behavioral science in negotiation. Todd’s upcoming book, "Four Levers Negotiating," outlines a straightforward approach that’s transforming how sales teams manage deal-making conversations.

Summary:
Listen in as Andrew Monaghan and Todd Caponi unpack how cybersecurity sellers can escape the cycle of adversarial negotiations by embracing a transparent, lever-based approach. Discover how to reframe value conversations, negotiate with confidence, and earn buyer trust—so you close deals faster with less discounting. Tune in and rethink your negotiation mindset!

Connect with Todd Caponi on LinkedIn and visit toddcaponi.com. 

Support the show

The Cyber Go-To-Market Talk is the show for cybersecurity sales leaders, founders, CROs, and go-to-market operators looking to improve cyber sales performance and build more predictable revenue growth. Hosted by Andrew Monaghan, founder of Unstoppable.do, covering cyber sales leadership, revenue leadership, sales onboarding, forecasting, pipeline generation, and cybersecurity go-to-market execution.

Follow me on LinkedIn for regular posts about growing your cybersecurity startup
Want to grow your revenue faster? Check out my cybersecurity sales consulting and training
Need ideas about how to grow your pipeline? Sign up for my newsletter.

Are you struggling to scale your cybersecurity sales team without ramping up headcount or getting drowned in technical complexity? Wondering if AI can really move the needle for high-value, complex sales cycles? Curious how leading founders are reimagining go-to-market operations to win in today’s fast-paced, AI-driven environment? This episode of the Cybersecurity Go-To-Market Podcast dives right into these pressing questions.

In this conversation we discuss: 

👉 The ground-breaking approach of building a $30m ARR SaaS company with only 3 founders and a suite of AI agents and no additional employees. 

👉 How AI-driven agentic workflows can help sales teams focus on high-value tasks, remove technical complexity, and iterate at the speed of thought. 

👉 Practical strategies for cybersecurity companies to integrate AI into their GTM motion, while building trust and adapting to their unique sales cycles and ACVs.

About our guest:
Amos Bar-Joseph is the co-founder of Swan, an innovative SaaS platform that enables human-AI co-selling at scale. Drawing from two previous B2B startup journeys, Amos is on a mission to rewrite the go-to-market playbook, making businesses radically more efficient by scaling intelligence, not headcount.

Summary
If you want to understand how AI agents can help you work smarter, not harder, and what it would take to scale your cybersecurity sales function without more bodies, you can’t miss this episode. Tune in to discover actionable insights from founders who are paving the way with new GTM models that are designed for speed, adaptability, and intelligent automation. Listen now!

Links & Resources

• Connect with Amos Bar-Joseph on LinkedIn
• Learn more about Swan

Support the show

The Cyber Go-To-Market Talk is the show for cybersecurity sales leaders, founders, CROs, and go-to-market operators looking to improve cyber sales performance and build more predictable revenue growth. Hosted by Andrew Monaghan, founder of Unstoppable.do, covering cyber sales leadership, revenue leadership, sales onboarding, forecasting, pipeline generation, and cybersecurity go-to-market execution.

Follow me on LinkedIn for regular posts about growing your cybersecurity startup
Want to grow your revenue faster? Check out my cybersecurity sales consulting and training
Need ideas about how to grow your pipeline? Sign up for my newsletter.

Are you wrestling with the decision of when to bring on your first sales leader? Wondering if your startup has achieved enough product-market fit before scaling the sales team? Curious about common pitfalls and best practices in building a sales function that can take you from zero to millions in ARR? This episode tackles the pivotal transitions every cybersecurity startup faces when growing its go-to-market engine.

In this conversation, we discuss: 

👉 How and when to hire your first sales leader, and whether founders should lead sales for as long as possible
👉 Building a sales team for scale: transitioning from a few “hunters” to team structures and leadership as you reach new growth stages
👉 Essential onboarding, metrics, and operational insights for minimizing risk and accelerating sales velocity

About our guest
Tony Surak is the Partner focused on GTM at DataTribe, a unique cyber startup foundry where he invests in and co-builds cybersecurity companies aiming to deliver generational leaps in the field. Drawing from his experience as a multi-time sales leader, operator, and go-to-market advisor, Tony has deep expertise in guiding early-stage companies through formative sales and marketing transformations.

Summary
Listen in to tap into Tony Surak’s battle-tested advice on founder-led sales, strategic sales leadership hires, and building a revenue machine in cybersecurity startups. Whether you’re debating your first sales hire or scaling beyond your founding team, Tony shares actionable frameworks and candid lessons learned. Don’t miss this episode if you’re serious about accelerating your go-to-market motion!

Connect & Resources

• Tony Surak on LinkedIn
• DataTribe Website
• DataTribe Challenge 2025

Support the show

The Cyber Go-To-Market Talk is the show for cybersecurity sales leaders, founders, CROs, and go-to-market operators looking to improve cyber sales performance and build more predictable revenue growth. Hosted by Andrew Monaghan, founder of Unstoppable.do, covering cyber sales leadership, revenue leadership, sales onboarding, forecasting, pipeline generation, and cybersecurity go-to-market execution.

Follow me on LinkedIn for regular posts about growing your cybersecurity startup
Want to grow your revenue faster? Check out my cybersecurity sales consulting and training
Need ideas about how to grow your pipeline? Sign up for my newsletter.

Mirza Asrar Baig, Founder and CEO of CTM360, shared his story of starting a cybersecurity company from Bahrain in the Middle East. Contrary to the usual way, Mirza didn’t take VC funding, didn’t launch a point product, and didn’t immediately try to sell in Europe and North America.  Find out why he took this different approach and how it is working. 

Listen to his episode to hear about:

1. Mirza’s multi-capability approach
2. How he differentiates IT Security, Information Security, and Cybersecurity
3. Why a person called Charlie was important to the founding of CTM360

Support the show

The Cyber Go-To-Market Talk is the show for cybersecurity sales leaders, founders, CROs, and go-to-market operators looking to improve cyber sales performance and build more predictable revenue growth. Hosted by Andrew Monaghan, founder of Unstoppable.do, covering cyber sales leadership, revenue leadership, sales onboarding, forecasting, pipeline generation, and cybersecurity go-to-market execution.

Follow me on LinkedIn for regular posts about growing your cybersecurity startup
Want to grow your revenue faster? Check out my cybersecurity sales consulting and training
Need ideas about how to grow your pipeline? Sign up for my newsletter.

Cybersecurity startups must balance selling their product's current capabilities with their powerful, inspiring vision without misleading prospects.

When you get it right, you will inspire the right people to want to work with you, with complete transparency about what you can deliver for them right now.

In this episode, you will learn the following:

1. How can you get the balance right between selling what your product can do right now and what your big vision is

2. How can you inspire early adopters to join you on your journey without being misleading

3. How can you use philosophical conversations and starting use cases to attract the right people to your product

Other episodes you'll enjoy:

How to get first meetings using VC programs, CISO networks, resellers & sales networks

Marketing messaging is not sales messaging

How to use a company podcast to get more exposure with Lindsay Tjepkema of Casted

Action:

Loved this episode? Leave us a review and rating here: https://ratethispodcast.com/bluebird

Support the show

The Cyber Go-To-Market Talk is the show for cybersecurity sales leaders, founders, CROs, and go-to-market operators looking to improve cyber sales performance and build more predictable revenue growth. Hosted by Andrew Monaghan, founder of Unstoppable.do, covering cyber sales leadership, revenue leadership, sales onboarding, forecasting, pipeline generation, and cybersecurity go-to-market execution.

Follow me on LinkedIn for regular posts about growing your cybersecurity startup
Want to grow your revenue faster? Check out my cybersecurity sales consulting and training
Need ideas about how to grow your pipeline? Sign up for my newsletter.

Paul Lewis is a highly accomplished entrepreneur and founder dedicated to creating solutions to better protect data. As the CEO of Calamu, he is pioneering a novel way to approach data protection. His diverse experiences have laid the foundation for his success, including interning with AT&T, founding six companies, and selling two. He's passionate about turning the tables on the bad guys and making the cyber world safer. Paul's story is an inspiring one for any aspiring entrepreneur or founder.

"I always believed in the mission. I always believed in the outcome. I'm 100% committed to solving this problem and trying to make the cyber world safer, which is desperately needed."

In this episode, you will learn the following:

1. How does Calamu protect data in a way that no other product can?

2. What is the difference between protecting systems and protecting data?

3. How does one balance starting a business to solve a problem and making a profit?

Resources:

Calamu

Paul Lewis's LinkedIn

Other episodes you'll enjoy:

Interview with Denise Hayman, CRO at Sonrai Security

Differentiate so your prospect remembers

Make the biggest impact by giving your prospect dessert first

Connect with me:

YouTube: https://www.youtube.com/@salesbluebird

Twitter: https://www.twitter.com/unstoppable_do

LinkedIn: https://www.linkedin.com/andrewmonaghan

Loved this episode? Leave us a review and rating here: https://ratethispodcast.com/bluebird

Support the show

The Cyber Go-To-Market Talk is the show for cybersecurity sales leaders, founders, CROs, and go-to-market operators looking to improve cyber sales performance and build more predictable revenue growth. Hosted by Andrew Monaghan, founder of Unstoppable.do, covering cyber sales leadership, revenue leadership, sales onboarding, forecasting, pipeline generation, and cybersecurity go-to-market execution.

Follow me on LinkedIn for regular posts about growing your cybersecurity startup
Want to grow your revenue faster? Check out my cybersecurity sales consulting and training
Need ideas about how to grow your pipeline? Sign up for my newsletter.

“Brute forcing first meetings is just not working anymore.”

Every cybersecurity startup wants to get more first meetings with prospects, but with 3000+ vendors vying for the same attention, brute-forcing by sending more emails and making more cold calls won't work -- so here are four compelling resources to get out of this daunting dilemma.

Here's what I cover:

1. How to leverage VCs programs to get first meetings with ideal prospects

2. How to use CISO groups and how they charge for access

3. Why some resellers might help you and 2 tricks to getting traction with them

4. What tips to consider when hiring salespeople who can bring a Rolodex of contacts?

“What we really want to be doing is talking with prospects who are more likely to at least be open to our new approach.”

You might also like the following:

Ayal Yogev, CEO and Co-founder of Anjuna to discuss confidential computing and what's more important product or distribution (sales)?

3 pipeline generation tips with Jason Prindle, the Senior Director of Global Sales Development at Big ID.

How to break into EMEA with Paul Ayers, CEO of Noetic Cyber

One action for you:

If you enjoy the podcast, please give a review by going to www.salesbluebird/r.  It would mean a lot to me personally and it helps grow the podcast.

sJvl4prV8yZoNOcYPDwg

Support the show

The Cyber Go-To-Market Talk is the show for cybersecurity sales leaders, founders, CROs, and go-to-market operators looking to improve cyber sales performance and build more predictable revenue growth. Hosted by Andrew Monaghan, founder of Unstoppable.do, covering cyber sales leadership, revenue leadership, sales onboarding, forecasting, pipeline generation, and cybersecurity go-to-market execution.

Follow me on LinkedIn for regular posts about growing your cybersecurity startup
Want to grow your revenue faster? Check out my cybersecurity sales consulting and training
Need ideas about how to grow your pipeline? Sign up for my newsletter.

Russell Coleman truly epitomizes cybersecurity value selling. It's just in his blood. It's how he operates. And he joined me to share his insight on the importance of value selling frameworks, especially for cybersecurity start-ups. 

Learn in this episode:

• The importance of 1st level managers' support and driving the adaptation and discipline to stick to the framework
• The idea of value selling, being a framework, not a piece of content
• How frameworks lead to major efficiencies 

Russell Coleman on LinkedIn 

Sponsor
This week’s newsletter is sponsored by Unstoppable. You know how difficult it can be to get consistent traction and grow revenues at a startup? For example, it’s often a struggle to get the attention of security leaders.  And once you talk to them, it is frustrating that more first meetings don’t turn into opportunities. It feels like these valuable meetings are being wasted.

Unstoppable only works with cybersecurity startups and helps you build your own playbooks. These are based on frameworks that have been proven over many years at companies similar to yours. You will find you are guessing much less, converting through the funnel much better, and feeling more confident in reaching your goals. You will grow sales faster.

Schedule a strategy call now

Action:
If you enjoy the podcast, please could you give a review with this easy-to-use tool by going to salesbluebird.com/r 


You might also like the following:
155: Evangelize the problem, not your product

137: Ian Bramson, Global Head of Industrial Cybersecurity at ABS Group, talks about the 3 shifts coming in industrial and operational tech security

119: Rick Hill, VP of Sales at Ava Security, on the process of being acquired (and how it feels)

Support the show

The Cyber Go-To-Market Talk is the show for cybersecurity sales leaders, founders, CROs, and go-to-market operators looking to improve cyber sales performance and build more predictable revenue growth. Hosted by Andrew Monaghan, founder of Unstoppable.do, covering cyber sales leadership, revenue leadership, sales onboarding, forecasting, pipeline generation, and cybersecurity go-to-market execution.

Follow me on LinkedIn for regular posts about growing your cybersecurity startup
Want to grow your revenue faster? Check out my cybersecurity sales consulting and training
Need ideas about how to grow your pipeline? Sign up for my newsletter.

Everyone can create a sales deck to use in early-stage meetings with prospects.  But sometimes they are awesome and sometimes they are awful.  In this episode, I find 2 sales decks I used approximately 1014 years ago while selling at McAfee and break them down.

Spoiler: one is very much NOT good and the other, well...is the opposite

You will see differences in:

• Length
• Tone
• Focus
• Level of conversation
• Organization
• And lots more...

Watch the video on YouTube to see the actual slides

You might also like the following:

184: One way to maximize a first meeting

171: Outbound is Broken

163: How to onboard new sellers yourself

Support the show

The Cyber Go-To-Market Talk is the show for cybersecurity sales leaders, founders, CROs, and go-to-market operators looking to improve cyber sales performance and build more predictable revenue growth. Hosted by Andrew Monaghan, founder of Unstoppable.do, covering cyber sales leadership, revenue leadership, sales onboarding, forecasting, pipeline generation, and cybersecurity go-to-market execution.

Follow me on LinkedIn for regular posts about growing your cybersecurity startup
Want to grow your revenue faster? Check out my cybersecurity sales consulting and training
Need ideas about how to grow your pipeline? Sign up for my newsletter.

Lots of people, maybe even you, are looking for jobs right now.  But finding the right opportunities at the right companies can be incredibly challenging.  There are 3,000 companies in our space which makes it tough to figure it all out.

So I created a job board.  Just for cybersecurity sales jobs.  And just at startups.

There are tons of job boards out there, so how is this one different?

1. It is curated - I give my commentary on the job/company
2. It is only cybersecurity companies
3. It is only for jobs at startups

How to use it as a seeker:

1. Subscribe to the SBB newsletter to get a weekly digest
2. Podcast episodes released weekly with commentary on jobs
3. Go to cybersalesjobs.com to check it out and get alerts

If you are hiring:

1. Get in front of the only community dedicated to cybersecurity startup sales. Hundreds read the newsletter, and the podcast gets thousands of downloads.
2. It is free to post a small number of jobs
3. There are two paid options if you want to get more exposure
4. Packages are priced right now for early adopters
5. Go to cybersalesjobs.com  and you’ll see a button “post a job,” and then you are off to the races.

Action:
Please share cybersalesjobs.com with anyone looking for a new opportunity or looking to hire great cybersecurity sales talent.  

Support the show

The Cyber Go-To-Market Talk is the show for cybersecurity sales leaders, founders, CROs, and go-to-market operators looking to improve cyber sales performance and build more predictable revenue growth. Hosted by Andrew Monaghan, founder of Unstoppable.do, covering cyber sales leadership, revenue leadership, sales onboarding, forecasting, pipeline generation, and cybersecurity go-to-market execution.

Follow me on LinkedIn for regular posts about growing your cybersecurity startup
Want to grow your revenue faster? Check out my cybersecurity sales consulting and training
Need ideas about how to grow your pipeline? Sign up for my newsletter.